Stop Losing Sales: The REAL Cost of Price-Driven Decisions (and What to Do Instead)

When it comes to making buying decisions, it’s tempting for prospects to focus on one thing:

Price.

But the truth is, a price-driven choice is almost always a bad choice.

Why?

Because there’s always something cheaper. And cheaper rarely delivers the value they truly need.

Here’s what often happens when prospects are led by price rather than value:

1. 'I'll Have a Think About It' = A Big Mistake when prospects say this, they often take one of three paths:

• They go to a cheaper, but inferior competitor. The result? Poor results that cost them even more to fix later.
• They try to do it themselves. But without the expertise, they waste time and money—often making things worse.
• They ignore the problem altogether. Months down the line, regret creeps in when the issue becomes unavoidable—and much more costly.

Result - Clients miss out on your help AND you miss out on their business

Even When They Say 'Yes,' They Choose the Bare Minimum:

• Many clients still try to minimize costs by: - Choosing group sessions when a bespoke 1-on-1 approach would deliver far better results.
• They use you for a session instead of your complete course
• Take just one service when all five were recommended to solve the problem properly.
• etc

Result - Saying 'yes' isn’t always the victory it seems.

Their 'Price Choice' might save them money upfront but rarely solve their real problem.

Instead, they end up spending more in the long run, chasing a solution they could have had from the start.

The Real Cost of 'NOes' Let’s look at the numbers.

If you have 10 chats per month, with 2 saying YES at ￡500 each,

That’s ￡1,000 in sales.

Sounds decent, right?

But what about the 8 saying NO?

That’s ￡4,000 in lost opportunities every single month.

Over a year, that’s ￡48,000 left on the table

All because prospects didn’t see the value in what you offer.

Imagine if just half of those 'NOes' became YESes instead.

Your sales could double or even triple without more leads—just by selling on value instead of price.

How to Win the Price Game

Here’s the reality:

You can’t win the price game by trying to be cheaper than your competitors.

There will always be someone willing to charge less.

But you can win by demonstrating value.

When you show prospects the real cost of going cheap—wasted time, poor results, and unaddressed problems—they begin to see why price isn’t the best guide.

It’s your job to: - Communicate the transformation you offer.

• Help them visualize how your solution solves their problem completely and effectively.
• Show them what’s at stake.
• Whether it’s the financial cost of doing nothing or the missed opportunity of choosing the wrong solution, make the risks clear.
• Position yourself as the guide. Prospects don’t want to feel sold to—they want to trust that you understand their problem and have the perfect solution.

The best solutions aren’t the cheapest—they’re the ones that deliver real results.

If you can show prospects the value of what you bring, price becomes a secondary concern.

Are You Fed Up?

Want to help your customers see VALUE?

Join me on 18th December for my session: How to Sell on Value—all for just ￡10.

Let’s move the conversation from price to value and start winning the sales game for good.